Case 4-1: McDonald’s Great Britain-The Turnaround
I. Summary of the Problem
McDonald’s Great Britain experienced a lot of hardships and changes. McDonald’s US sales have steadily increased but Great Britain has not shown any significant increase. The reason for the sluggish sales is because of new chains such as Yo! sushi and Nando’s Chicken Restaurants which tickled the Great Britain’s taste. An issue in the fast food industry is the mad cow scare. There are some comments about McDonald’s Great Britain like a guy just go to McDonald’s for a last resort, the texture, the taste and the feel of the burger was different than before. Also, people are becoming more health conscious. There was also a lawsuit with McDonald’s and two green peace activists. For teenagers, McDonald’s appeal to their taste that’s why McDonald’s UK profits 118 Million (in Euro). Lastly, the company monitors news articles and television references. In Great Britain, they have been rated either as “negative” or “neutral”. They have taken these comments and developed steps to reverse the trend. They developed new menus composed of salads, grilled chicken and fruits. Their burgers and original menus were improved to suit their audiences’ taste. They also developed new recipes. They informed people about their foods’ dietary information. They also got Destiny’s Child to advertise for the new salad line and they brewed coffee in response to the rising coffee house trend. CEO of McDonald’s UK has a vision for them. They have to give more value to the customer in order to upgrade the McDonald’s experience. They should get back to the basics of service and cleanliness. They will re-invent their food with various changes in their ingredients to suit the taste of the customers. The CEO wants McDonald’s to become breakfast restaurant because they have opportunities there. Lastly, communication to staff, suppliers and owner-operators should be open to keep the wheel...
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